The vigorous and vigorous 2012 has quietly passed. In this year of trouble, we have experienced events such as "NVC storm", "Foshan incident", "incandescent lamp ban", "100 million-level enterprise collapse" and so on. By the way, the tough 2012 end of the world has survived. Some problems and bottlenecks have been solved, but some have followed the new year to 2013. The following is a new year for the Chinese LED lighting industry.
1. How does the LED lighting industry enter the rural market?
For the attractive "fragrant" of the rural market, LED lighting will not miss, many media have said that the LED lighting market will stage "urban encircling the city." Although the cake is tempting, the opportunity is large, but often the opportunity and risk coexist. First of all, China's rural market is facing a huge challenge due to the large climate difference between the north and the south, the disparity in regional culture, and the horrible consumption of humanities. Therefore, it is a huge opportunity and a huge challenge. Second, to open up new markets, the strength of dealers should not be underestimated. There are sales channels, and there are few local agents with sales network and sales experience. Even if enterprises are interested in developing rural markets, the issue of investment promotion has become an insurmountable threshold. For some LED lighting companies, knowing to seize opportunities and meet challenges, then the rural market is bound to be the last big cake in the LED lighting industry. How to achieve "curve overtaking" depends on how LED lighting companies seize these opportunities.
In any case, the rural market with more than 900 million new peasants, in the favorable situation of policy-oriented rural areas, under the conditions of increasing peasant income, especially in the LED industry suffered from the cold winter, and continued to lose money, into the countryside, It is undoubtedly a wise choice for the economy to enter the cold winter to find a source of warmth. Because this is a corner that has long been forgotten by people in cities and cities. It is so close and so far; it is so big, but it is so small.
What products, services, prices, and ways to enter the countryside are all questions that must be answered. In the countryside, don't say anything else. "Price is king" is the golden rule. Can you lower your identities, first of all to compete with your dismissed opponents? If you lower your identity, how can you have it? The price is high and low with the natives of the company? It is not easy to do this.
2013 will become the year of LED lighting channel construction. How to get out of a road of "urban encircling the city and armed to seize political power" is a severe test for LED export-to-domestic enterprises and a way to seek redemption.
Second, LED into the private e-commerce platform into a springboard?
At present, large traditional lighting companies still hold the main channels, and it is the best choice for traditional lighting enterprises through agents in the country. For example, NVC Lighting has 11 operation centers nationwide, and the network is laid to the county level, with a number of more than 10,000. Ou Pu Lighting has 10,000 directly operated stores or franchise stores nationwide, and almost has the national third- and fourth-tier markets. Covering... and in the cooperation of designers, design institutes, and large project projects, it also has a unique advantage.
Compared with traditional channels, e-commerce has two characteristics: one is that there is no regional restriction and the audience is wide; the other is to shorten the intermediate circulation link and achieve flat management. This is undoubtedly an opportunity for emerging LED companies that do not occupy traditional channels. Because it is very difficult to get into traditional channels quickly and with large traditional lighting companies. The low-cost, wide-coverage features of e-commerce have become extremely attractive. Therefore, some emerging LED companies are quite fond of e-commerce.
But compared to emerging LED companies, large companies with traditional channels have not calmed down. The non-negligible effect of online sales has led major lighting companies to accelerate the deployment of e-commerce. There are several ways: First, cooperation with third-party e-commerce platforms, such as Taobao, Alibaba, Jingdong, Paipai, etc., to establish their own B2C flagship mall. The second is to choose the media home mall. For example, NVC Lighting, Philips, and Langneng opened a store in a media home store. Third, the company does not rely on any platform, establish an official website, and sell products on the official website. In general, several ways to synchronize, all-round, and compete for online sales share is a relatively common phenomenon.
However, some people in the industry did not agree with this phenomenon. Xia Siyuan, director of the office of the Snowlight Lighting Division, said: "At present, most of the LED stores that are doing well on Taobao or other malls are some miscellaneous brands, mainly for some 80 and 90, and some of the regular sales are good. The vast majority of large-scale LED lighting companies are still based on traditional channels. Even if there are shops, there are more dealers, and the focus of the company is still on traditional channels. After all, lighting is an experiential product, consumers still pay more attention to the offline experience. ."
But in fact, online sales can not solve offline service problems, a new model - O2O mode has emerged in the field of LED lighting e-commerce. O2O's emerging business model is quite representative. The combination of online and offline interaction, online search for consumers, offline purchase, and the Internet become the front desk for offline transactions. It is a combination of payment model and store owner's creation of passenger traffic. . This new type of e-commerce model is more satisfying to consumer demand. A senior executive of an LED lighting company believes that "the emergence of the O2O model has shortened the journey of many LED lighting companies into e-commerce."
Although the current LED civilian market has not yet shown huge demand, the mainland's huge population base, as well as the improvement of living standards, increased awareness of energy conservation, and the recognition of high-tech products, indicate the infinite potential of the civilian market. In order to win the market, many LED lighting manufacturers in mainland China have also laid out channels. Most of the traditional lighting manufacturers choose to cut into the LED channel from the original traditional channels, while emerging LED manufacturers tend to be faster, more efficient, and cheaper e-commerce platforms. Tuoba believes that with the improvement of the mainland e-commerce platform and the rapid increase in the number of users, in 2013, "E-commerce + LED" will be a better way for LEDs to enter the civilian market. Regardless of the emerging LED manufacturers and traditional lighting manufacturers, they will do a good job on the e-commerce platform.
Third, strong alliance will become a new trend in the LED industry?
2012 is a year of reshuffle of China's LED industry. The tide of industry mergers and acquisitions has been accelerating since the middle of the year. With the acquisition of NVC lighting by Dehao Runda, the tide of mergers and acquisitions has gradually entered a climax. Yesterday, Dehao Runda (002005) announced that it intends to obtain a total of 20.05% of NVC Lighting's shares through a wholly-owned subsidiary, Dehao Runda International (Hong Kong) Co., Ltd. at a total price of approximately RMB 1.343 billion.
In the past two years, the LED industry's overcapacity, blind production, and the vicious price war have not only been delayed, but have become more and more serious. In 2011, Shenzhen Duo Duo, Vision Optoelectronics, and Zhongshan Kabang have closed down. In 2012, Haobo Optoelectronics, The LED enterprise crisis such as Big Eye Optoelectronics is frequent, which makes the LED industry in the recession worse. The phenomenon of mergers and acquisitions and integration is also common. With the combination of Dehao Runda and NVC Lighting, the industry believes that it will accelerate the pace of M&A integration in the industry.
Qinshang Optoelectronics recently announced that it will issue bonds with a total size of 800 million yuan, of which the first phase will raise 400 million yuan. Wei Li Optoelectronics Secretary Wei Li revealed to the New Express reporter that the funds will be mainly used to improve the national layout, timely mergers and acquisitions and expansion of EMC (contract energy management) new business. “The company is currently looking for suitable acquisition targets from companies with complementary capabilities in the LED industry chain and the Qinshang Optoelectronics business, including large companies and SMEs.â€
In addition, Zheng Tiemin, chairman of Shandong Inspur Huaguang Optoelectronics Co., Ltd., said in an interview with the media that the focus of Inspur Huaguang's development is mainly on the upstream of the LED industry. Currently, there are plans to merge and integrate midstream packaging companies.
"The LED industry has high requirements for cash and technology for enterprises. With the introduction of a series of LED support policies in the country this year and gradually implemented, some companies that have won the bid but lack sufficient funds or technology to complete the project will seek to introduce partners, so the current industry is big. The phenomenon of integration." Weili believes that because the LED industry is fiercely competitive and unable to survive without competition, it is expected that the strong alliance in the future will be the general trend of mergers and acquisitions among enterprises.
1. How does the LED lighting industry enter the rural market?
For the attractive "fragrant" of the rural market, LED lighting will not miss, many media have said that the LED lighting market will stage "urban encircling the city." Although the cake is tempting, the opportunity is large, but often the opportunity and risk coexist. First of all, China's rural market is facing a huge challenge due to the large climate difference between the north and the south, the disparity in regional culture, and the horrible consumption of humanities. Therefore, it is a huge opportunity and a huge challenge. Second, to open up new markets, the strength of dealers should not be underestimated. There are sales channels, and there are few local agents with sales network and sales experience. Even if enterprises are interested in developing rural markets, the issue of investment promotion has become an insurmountable threshold. For some LED lighting companies, knowing to seize opportunities and meet challenges, then the rural market is bound to be the last big cake in the LED lighting industry. How to achieve "curve overtaking" depends on how LED lighting companies seize these opportunities.
In any case, the rural market with more than 900 million new peasants, in the favorable situation of policy-oriented rural areas, under the conditions of increasing peasant income, especially in the LED industry suffered from the cold winter, and continued to lose money, into the countryside, It is undoubtedly a wise choice for the economy to enter the cold winter to find a source of warmth. Because this is a corner that has long been forgotten by people in cities and cities. It is so close and so far; it is so big, but it is so small.
What products, services, prices, and ways to enter the countryside are all questions that must be answered. In the countryside, don't say anything else. "Price is king" is the golden rule. Can you lower your identities, first of all to compete with your dismissed opponents? If you lower your identity, how can you have it? The price is high and low with the natives of the company? It is not easy to do this.
2013 will become the year of LED lighting channel construction. How to get out of a road of "urban encircling the city and armed to seize political power" is a severe test for LED export-to-domestic enterprises and a way to seek redemption.
Second, LED into the private e-commerce platform into a springboard?
At present, large traditional lighting companies still hold the main channels, and it is the best choice for traditional lighting enterprises through agents in the country. For example, NVC Lighting has 11 operation centers nationwide, and the network is laid to the county level, with a number of more than 10,000. Ou Pu Lighting has 10,000 directly operated stores or franchise stores nationwide, and almost has the national third- and fourth-tier markets. Covering... and in the cooperation of designers, design institutes, and large project projects, it also has a unique advantage.
Compared with traditional channels, e-commerce has two characteristics: one is that there is no regional restriction and the audience is wide; the other is to shorten the intermediate circulation link and achieve flat management. This is undoubtedly an opportunity for emerging LED companies that do not occupy traditional channels. Because it is very difficult to get into traditional channels quickly and with large traditional lighting companies. The low-cost, wide-coverage features of e-commerce have become extremely attractive. Therefore, some emerging LED companies are quite fond of e-commerce.
But compared to emerging LED companies, large companies with traditional channels have not calmed down. The non-negligible effect of online sales has led major lighting companies to accelerate the deployment of e-commerce. There are several ways: First, cooperation with third-party e-commerce platforms, such as Taobao, Alibaba, Jingdong, Paipai, etc., to establish their own B2C flagship mall. The second is to choose the media home mall. For example, NVC Lighting, Philips, and Langneng opened a store in a media home store. Third, the company does not rely on any platform, establish an official website, and sell products on the official website. In general, several ways to synchronize, all-round, and compete for online sales share is a relatively common phenomenon.
However, some people in the industry did not agree with this phenomenon. Xia Siyuan, director of the office of the Snowlight Lighting Division, said: "At present, most of the LED stores that are doing well on Taobao or other malls are some miscellaneous brands, mainly for some 80 and 90, and some of the regular sales are good. The vast majority of large-scale LED lighting companies are still based on traditional channels. Even if there are shops, there are more dealers, and the focus of the company is still on traditional channels. After all, lighting is an experiential product, consumers still pay more attention to the offline experience. ."
But in fact, online sales can not solve offline service problems, a new model - O2O mode has emerged in the field of LED lighting e-commerce. O2O's emerging business model is quite representative. The combination of online and offline interaction, online search for consumers, offline purchase, and the Internet become the front desk for offline transactions. It is a combination of payment model and store owner's creation of passenger traffic. . This new type of e-commerce model is more satisfying to consumer demand. A senior executive of an LED lighting company believes that "the emergence of the O2O model has shortened the journey of many LED lighting companies into e-commerce."
Although the current LED civilian market has not yet shown huge demand, the mainland's huge population base, as well as the improvement of living standards, increased awareness of energy conservation, and the recognition of high-tech products, indicate the infinite potential of the civilian market. In order to win the market, many LED lighting manufacturers in mainland China have also laid out channels. Most of the traditional lighting manufacturers choose to cut into the LED channel from the original traditional channels, while emerging LED manufacturers tend to be faster, more efficient, and cheaper e-commerce platforms. Tuoba believes that with the improvement of the mainland e-commerce platform and the rapid increase in the number of users, in 2013, "E-commerce + LED" will be a better way for LEDs to enter the civilian market. Regardless of the emerging LED manufacturers and traditional lighting manufacturers, they will do a good job on the e-commerce platform.
Third, strong alliance will become a new trend in the LED industry?
2012 is a year of reshuffle of China's LED industry. The tide of industry mergers and acquisitions has been accelerating since the middle of the year. With the acquisition of NVC lighting by Dehao Runda, the tide of mergers and acquisitions has gradually entered a climax. Yesterday, Dehao Runda (002005) announced that it intends to obtain a total of 20.05% of NVC Lighting's shares through a wholly-owned subsidiary, Dehao Runda International (Hong Kong) Co., Ltd. at a total price of approximately RMB 1.343 billion.
In the past two years, the LED industry's overcapacity, blind production, and the vicious price war have not only been delayed, but have become more and more serious. In 2011, Shenzhen Duo Duo, Vision Optoelectronics, and Zhongshan Kabang have closed down. In 2012, Haobo Optoelectronics, The LED enterprise crisis such as Big Eye Optoelectronics is frequent, which makes the LED industry in the recession worse. The phenomenon of mergers and acquisitions and integration is also common. With the combination of Dehao Runda and NVC Lighting, the industry believes that it will accelerate the pace of M&A integration in the industry.
Qinshang Optoelectronics recently announced that it will issue bonds with a total size of 800 million yuan, of which the first phase will raise 400 million yuan. Wei Li Optoelectronics Secretary Wei Li revealed to the New Express reporter that the funds will be mainly used to improve the national layout, timely mergers and acquisitions and expansion of EMC (contract energy management) new business. “The company is currently looking for suitable acquisition targets from companies with complementary capabilities in the LED industry chain and the Qinshang Optoelectronics business, including large companies and SMEs.â€
In addition, Zheng Tiemin, chairman of Shandong Inspur Huaguang Optoelectronics Co., Ltd., said in an interview with the media that the focus of Inspur Huaguang's development is mainly on the upstream of the LED industry. Currently, there are plans to merge and integrate midstream packaging companies.
"The LED industry has high requirements for cash and technology for enterprises. With the introduction of a series of LED support policies in the country this year and gradually implemented, some companies that have won the bid but lack sufficient funds or technology to complete the project will seek to introduce partners, so the current industry is big. The phenomenon of integration." Weili believes that because the LED industry is fiercely competitive and unable to survive without competition, it is expected that the strong alliance in the future will be the general trend of mergers and acquisitions among enterprises.
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